Netflix’s “What Next” Campaign: A Tarot-Inspired Triumph
Netflix is starting 2026 wiht a remarkably prosperous marketing campaign, “What Next,” centered around a captivating tarot theme. launched on January 7th, the campaign has already generated significant buzz and engagement, signaling a strong start too the year for the streaming giant. Early planning for this enterprising project began last year, and the results, as the cards foretell, are overwhelmingly positive.
Campaign Performance and Global Reach
According to Netflix, the “What Next” campaign has achieved impressive initial results: 104 million owned social impressions across its social channels, recognition in over 1,000 press pieces spanning broadcast, print, and digital media, and a record-breaking 2.5 million visitors to its fansite, Tudum, on January 7th alone.This surge in traffic was driven by a dedicated “Discover Yoru future” hub and accompanying news articles and in-depth features.
What truly sets this campaign apart is its remarkable global scalability. Netflix has successfully adapted and rolled it out across 34 markets worldwide – encompassing North and South America, Europe, the Middle East, and Asia – incorporating localized content and engaging in-person activations. This localized approach, highlighted by Netflix’s CMO Marian Lee, was key. “We found that the tarot card and looking into the future really worked well for markets to localize,” Lee told ADWEEK. “They could pick up the shows and films that we were highlighting out of the U.S.,but then they could put in their own local slate. And so it ended up being much more worldwide, which is always the goal.”
The “Discover Your Future 2026” Film: A Creative Masterstroke
At the heart of the “What Next” campaign lies a visually stunning four-minute hero film, “Discover Your Future 2026,” directed by Show Yanagisawa. The film stars Teyana Taylor as a mystical tarot reader, guiding a fan through a series of interconnected worlds representing Netflix’s upcoming series and films. the film showcases an impressive roster of talent, including Cillian Murphy (Peaky Blinders: The Immortal Man), Millie Bobby Brown (Enola Holmes 3), luke Thompson (Bridgerton), Iñaki Godoy (One Piece), Lily Collins (Emily in Paris), Gordon Cormier (Avatar: The Last Airbender), Theo James (The Gentlemen), Omar Sy (Lupin), and even Sesame Street’s elmo.
The production of the film was a significant undertaking, utilizing Netflix’s Shepperton Studios in the U.K. The team meticulously rebuilt sets from various shows and collaborated with the original vendors to ensure the visual effects seamlessly aligned with audience expectations. Assembling the cast and crew, and coordinating the complex production logistics, presented ample challenges, but the resulting film is a testament to the dedication and collaboration involved.
Beyond the Film: Immersive Activations and Digital Engagement
The campaign extends far beyond the hero film, utilizing a multi-faceted approach to engage audiences. Fifty custom-illustrated tarot cards,each representing a global Netflix title,serve as a central creative element,featured in both physical and digital activations. This includes out-of-home (OOH) advertising in major cities like Los Angeles and New York, digital takeovers on platforms like TikTok, YouTube, and Spotify, and commercials during high-profile events like the NFL’s Christmas Day games and episodes of saturday Night Live hosted by Teyana Taylor and Finn Wolfhard.
Immersive in-person experiences have further amplified the campaign’s reach. A particularly notable activation took place in New York City at Grand Central Terminal, featuring a 12-foot animatronic Teyana Taylor providing tarot readings.This attracted significant attention, boosted by online coverage from creators like Kevin Li,Erika Priscilla,and Gabrielle chase. Similar activations are underway globally, including an interactive tarot tour in Spain and a specialized WhatsApp bot in Brazil.
Adaptability and Serendipity: The Key to Sustained Success
Netflix’s success with this campaign underscores the importance of agility and adaptability in modern marketing.The company has demonstrated a willingness to embrace unexpected opportunities and respond to audience engagement in real-time. Marian Lee pointed to examples like expanding the campaign for the unexpectedly popular KPop Demon Hunters and leveraging the viral “Conformity Gate” fan theory surrounding the Stranger Things finale to promote the show’s documentary.
The recent Golden Globe win for Teyana Taylor (for One Battle after Another) further exemplifies this principle. While not initially factored into the campaign, Taylor’s win has elevated her profile and provided an additional boost to the “What next” campaign. “The principle really is about versatility and agility,” lee saeid. “Netflix positions itself well to do that.”
The “What Next” campaign isn’t just a showcase of upcoming content; it’s a exhibition of Netflix’s marketing prowess and its commitment to connecting with audiences in innovative and meaningful ways. By embracing creativity, localization, and a willingness to adapt, Netflix has set a high bar for future campaigns.
